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  • TAKE AWAY ONE THING – THE POWER OF TWITTER
  • FOCUSING TODAY ON TOOLS MOST FAMILIAR – OTHERS: MYSPACE, VIMEO, PICASA, ETC.
  • TAP INTO SOCIAL NETWORKS; WORD-OF-MOUTH
  • FACEBOOK – 72 TWITTER – 34 LINKEDIN – 38 WORDPRESS WEBSITE
  • SOCIAL NETWORKING – TAPPING INTO PERSONAL NETWORKS MESSAGE COMES FROM A TRUSTED SOURCE; AMBASSADORS AND CHAMPIONS OF THE MESSAGE
  • HAD ASSUMED OUR TARGET AUDIENCE WAS 20-35 CARPOOL ZONE USERS – 30-45
  • WIDGETS
  • BLOG TWITTER
  • TWITTER – TRANSIT; USE OTHER SOURCES, BUILD A LIST
  • SMART COMMUTE AWARDS ALBUM
  • SMART COMMUTE AWARDS WIDGET
  • SLIDESHARE YOUTUBE
  • ALOW INSIGHT INTO OUR TEAM AND OUR EXPERTISE
  • USING SOCIAL NETWORKS TO GENERATE INTEREST, CELEBRATE SUCCESSES
  • CREATING COMMUNITY AND DISCUSSION – STILL LEARNING
  • WAS LIVE, NOW ARCHIVED ON WEBSITE
  • YOUTUBE VIDEO COMMENTS AND FEEDS ALSO PHOTOS AND MORE – ALL FED IN LIVE FROM SMARTPHONES
  • FACEBOOK LINK

Transcript

  • 1. A Social Media Strategy for TDM How Smart Commute has integrated social media tools into outreach and campaigns
  • 2. Shout Outs
    • @pazpeter @kephsenett
    • @aaronofgaul @smartcommutecy
    • @kklyeung
  • 3. A Social Media Strategy for TDM
    • Profile
    • What is Social Media?
    • Why use Social Media?
    • Pools, Pipelines and People
    • Identity and Promotion
    • Challenges
    • Our Next Steps
    @ryan_lanyon November 24, 2010
  • 4. Profile
    • Smart Commute
      • Greater Toronto + Hamilton
      • Metrolinx + 11 TMAs
      • 150+ employers
      • 350,000+ commuters
      • Carpool Zone
      • www.smartcommute.ca
      • @smartcommute
      • Social media – one year
  • 5. What is Social Media?
    • Wikipedia
  • 6. What is Social Media?
    • Wikipedia
      • “ Media for social interaction.”
  • 7. What is Social Media?
    • Wikipedia
      • “ Media for social interaction.”
      • “ Consumer-generated media.”
      • “ Blending of technology and social interaction for the co-creation of value.”
  • 8. What is Social Media?
    • Wikipedia
      • “ Media for social interaction.”
      • “ Consumer-generated media.”
      • “ Blending of technology and social interaction for the co-creation of value.”
    • Kaplan and Haenlein
      • “ A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content.”
  • 9. What is Social Media?
    • Internet-based communications channels that enable instant, frequent two-way messaging and establish communities around common principles and ideas.
      • Facebook
      • Twitter
      • YouTube
      • LinkedIn
      • Flickr, etc.
  • 10. What is Social Media?
    • Traditional Media
      • Print, radio, billboards, television
      • Expensive
      • Long lead time, fixed
      • Budget determines reach
      • “ Push” messaging to audience (one-way)
      • Complete control over messaging
    • Social Media
      • Facebook, YouTube, LinkedIn, Twitter, blogs
      • Inexpensive (often free)
      • Immediate, dynamic
      • Popularity of message determines reach
      • Two-way communication with target audience
      • Unmediated/less control
  • 11. What is Social Media?
    • Traditional Media
      • For larger, distinct campaigns
      • To disseminate on-site information (i.e. posters for B2WD)
      • Targeted audience (i.e. ads in commuters magazines)
      • Target older audience (35-55 years).
    • Social Media
      • Frequently, regularly, to keep engaged with related issues and topics
      • To report live from events/initiatives
      • To create buzz
      • Target younger audience (students, young professionals)
      • Filter audiences and target messenging
  • 12. Why use Social Media?
    • Free and easy to use
    • Instant communication and feedback
      • Dynamic website content
      • Eliminates programming website updates
    • Targetted messaging
    • Younger audience
    • Build community and loyalty
    • Create champions and inform opinion leaders
  • 13. Why use Social Media? 72 34 38
  • 14. Why use Social Media? + 5 minutes 350 People $0
  • 15. Why use Social Media?
    • Carpool Zone Users by Age
      • Sample of Smart Commute audience demographics
    Source: Carpool Zone, July 2010
  • 16. Why use Social Media?
    • Social media can reach younger audiences
      • For example, as of July 2010, a full 57% of Facebook users fall into the 18-34 demographic.
    Source: Facebakers on Mashable, July 2010
  • 17. Why use Social Media? People are talking about you or the issues you care about. #sms2010 ACT Canada Sustainable Mobility Summit 2010
  • 18. Pools, Pipelines and People
    • Pools (Content)
      • Photos
      • Videos
      • Blogs
      • Presentations
      • Events
  • 19. Pools, Pipelines and People
    • Pipeline (Communication)
      • Tweets
      • News and updates
      • Discussion
      • Comments
  • 20. Pools vs. Pipelines +websites
  • 21. Pools – WordPress
  • 22. Pipeline – WordPress, Twitter
  • 23. Pipeline – Twitter
  • 24. Pool – flickr
  • 25. Pipeline – flickr
  • 26. Pipelines – SlideShare, YouTube
  • 27. Pools, Pipelines and People
    • People (Community)
      • Discussion
      • Dialogue
      • Comments
      • Collaboration
  • 28. Pipeline – LinkedIn
  • 29. People – LinkedIn
  • 30. People – LinkedIn
  • 31. All of the Above – CoveritLive
  • 32. All of the Above – CoveritLive
  • 33. Identity and Promotion
    • Establish your identity
      • Be consistent.
      • Set standards – avatar!
      • Relate to your program.
      • Be visible.
      • Speak in a consistent voice.
      • Create a personality.
      • Position youself as a subject matter expert and go-to resource in your community.
  • 34. Identity and Promotion
    • Content Guidelines and Protocols
      • Choose the appropriate account
        • Facebook = Page
        • LinkedIn = Group
        • Twitter = Account
      • Don’t spam – make each post relevant.
        • Choose carefully when reposting content from others.
        • Don’t repeat everything on your program and personal accounts; the same people may follow both.
  • 35. Identity and Promotion
    • Promotion
      • Reach out to others; search for those already interested.
      • Integrate into your marketing materials.
      • Experiment and have fun!
  • 36. Identity and Promotion
  • 37. Challenges
    • Technology
      • Keeping on top of developments
    • Building Community
      • Having a strong presence
      • Generating two-way communication and discussion
    • Monitoring
      • Are we being effective?
      • What are the most useful metrics?
      • http://wiki.kenburbary.com
  • 38. Challenges
    • Monitoring – Suggested KPI
      • Twitter = # of followers, # of tweets about you, # of times your tweets have been retweeted
      • Facebook = # of ‘Likes’, # of shares, # of positive and negative comments (Facebook provides its own KPI)
      • LinkedIn = # of users in your group, # of comments
      • YouTube = # of shares, # of positive and negative comments
      • Other = Mentions in blogs, comments, forums, news outlets, photos and videos
  • 39. Our Next Steps
    • iPhone and Android app
      • Beta testing – find the small icon on our website
    • Content Development
      • Regular schedule of publishing
      • Smart Commute Handbook – staff wiki
      • Website content – public wiki?
    • Promotion and Community-building
    • Monitoring and Metrics
      • Searching tools to assist
  • 40. Follow us!
    • @smartcommute
            • Ryan Lanyon
            • Manager, Smart Commute
            • Metrolinx
            • [email_address]